value, trust and engagement in an era of social entertainment
DESCRIPTION
Edelman UK's Digital Entertainment, Rights and Technology team reveal the fifth annual survey looking at "Value, Engagement and Trust in the Era of Social Entertainment."TRANSCRIPT
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Value, Engagement and Trustin the era of Social Entertainment 25th May 2011
#SocialEnt
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Today’s panel
Gail BeckerPresident of West
Coast RegionEdelman
Jon Hargreaves MD Technology,
EuropeEdelman
Matthew HawnVice President,
ProductLast.FM
Emma Barnett Digital Media
Editor Daily Telegraph
Simon Nelson Digital Business
&Strategy Advisor
@Naked_Pheasant @gailfbecker @jukevox @Emmabarnett @urbangenie
#SocialEnt
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What makes entertainment social?
The key is in the sharing […]A few years ago it would have been
rude to be on your laptop whilst watching a movie with
friends....now it's part of that social experience
4Results from Edelman Trust Barometer A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST
businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in the UK
2009
1. Technology 63%
2. Health care industry 59%
3. Food 57%
4. Biotech/life sciences 52%
5. Entertainment 52%
6. Automotive 48%
7. Retail 47%
8. Pharmaceuticals 46%
9. Consumer packaged goods manufacturers 41%
10. Banks 32%
11. Insurance 31%
12. Energy 30%
13. Media companies 24%
2010
1. Technology 75%
2. Health care industry 70%
3. Food 60%
4. Retail 60%
5. Entertainment 58%
6. Pharmaceuticals 55%
7. Automotive 54%
8. Biotech 49%
9. Consumer packaged goods manufacturers 48%
10. Energy 44%
11. Insurance 30%
12. Media companies 27%
13. Banks 25%
2011
1. Technology 73%
2. Food and beverage 67%
3. Entertainment 59%
4. Retail 56%
5. Brewing and spirits 53%
6. Automotive 53%
7. Telecommunications 52%
8. OTC personal health care products 50%
9. Pharmaceuticals 50%
10. Biotech 44%
11. Consumer packaged goods 42%
12. Energy 34%
13. Insurance 23%
14. Media 21%
15. Financial services 20%
16. Banks 16%
Trust in Industries among the informed publics audience – UK
2008
1. Technology 69%
2. Health care industry 58%
3. Biotech/life sciences 52%
4. Entertainment 50%
5. Retail 50%
6. Pharmaceuticals 48%
7. Automotive 47%
8. Energy 47%
9. Banks 46%
10. Consumer packaged goods manufacturers 42%
11. Media companies 33%
12. Insurance 31%
Entertainment Ranks as 3rd most Trusted Industry in 2011; Tech remains at the Top, Media Ranks at the Bottom
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Methodology
• Methodology: Custom Online Survey
• Target audience: Adults ages 18 - 54
• Geographies: US & UK markets
• Sample Sizes & Field dates:– US: 517 respondents surveyed from
February 22 – 24, 2011– UK: 504 respondents surveyed from
February 24 – 27, 2011 ?5
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Current Behaviours
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57%
30%12%
49%
24%7%
UK 2010
UK 2011
TV INTERNET FILM
The internet continues as second most often turned to source of entertainment in UK
Q5. What source of entertainment do you turn to most often? [select one]Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54
*NOTE: 2011 Internet/Web data was calculated using the sum of data points for Internet – news/information, Internet – download/stream movies, Social network, Online streaming music service, and Video game on social network for comparison with 2010 data
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Don’t know No Yes
8%
61%
31%
10%
45% 45%
10%
31%
59%
10%
45% 45%
45-54 30-44 18-29 Total
Nearly half in UK consider social networking sites a form of entertainment
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
Q18. Do you consider social networking sites to be a form of entertainment?
9.5% 45.5% 45%
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Television Movies Internet Social Media Music Video Games
23%
30%
63%
40%
23%
16%
26% 24%
56%
49%
27%
15%
UK US
Respondents spending increased time with the internet and social media for their entertainment
Q8. In the past year, do you believe you are spending more, less or the same amount of time with the following types of entertainment?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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Laptop My Home / Work
Computer
Mobile Phone
DVR MP3 Player Television
59%53%
49%
38%
26% 25%
53% 52% 52%
36%
29% 29%
Percentage of people spending “More Time”
UK US
More time being spent across multiple devices. Audience attention is divided across screens.
Q9. In the past year, do you believe you are spending more, less or the same amount of time using the following devices to access media?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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I like being able to interact with entertainment such as being able to vote for my favorite contestants on reality TV or music talent shows
I would like to see entertainment provide me with the ability to interact real-time with the content
I would like to use social networks such as Facebook to interact with entertainment
I would like to use my mobile phone or device to interact with entertainment
I would like to use my computer to access additional online content related to my entertainment
23%
30%
25%
29%
52%
27%
28%
30%
31%
52%
UK
US
Consumers are interested in additional content that is connected across platforms
Q12. Next, we’d like to ask about your preferences for interacting with entertainment. How would you indicate your level of agreement with the following statements?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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Entertainment value
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30%
26%24% 23%
19%
23%
31%
18%
14%11% 11%
13%
2010 2011UK Entertainment Sources: Providing Value % Providing “Very Good” or “Excellent” Value
Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54;
Perception of value provided by entertainment sources has dropped, but social networks remain steady
Q11. Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, good, fair or poor value?
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Free or paid?
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My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
Being able to purchase the entertainment easily
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
89%
87%
76%
78%
73%
81%
78%
76%
78%
73%
UK 2010
UK 2011
Personal enjoyment and quality are now even more important as UK purchase drivers
Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you
are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not at all important?
Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54
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Popularity of the entertainment
Having unrestricted ability to share or make copies of the entertainment legally
Being one of the first to have new entertainment
The number of devices with which I can access the entertainment
29%
34%
14%
47%
51%
49%
40%
59%
UK 2010
UK 2011
Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not at all important?
Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54
Being one of the first to have new entertainment has dropped dramatically in importance
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None of the above
Privacy of my personal information
Visual or sound quality of the entertainment
The ability to access the entertainment on the device of my choice
The ability to access the entertainment on multiple devices
The ability to share the entertainment
Advertisement-free entertainment
11%
8%
10%
25%
42%
50%
53%
20%
11%
10%
20%
32%
35%
44%
UK 2010UK 2011
Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free?
Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54
What are consumers willing to sacrifice for free entertainment?
More UK respondents are willing to sacrifice sharing to get free entertainment; but won’t compromise on privacy
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Very negatively Somewhat nega-tively
Neither positively nor negatively
Somewhat posi-tively
Very positively
49%
35%
12%3% 1%
56%
32%
10%2% 1%
UK USImpact of moving from free to paid/subscriptionmodels for entertainment
Overwhelmingly the move from free to paid/subscription models is received negatively
Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact your feelings toward those companies?
Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)
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So what does this tell us?
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TV broadcast companies and movie studios are top of mind in UK entertainment
Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of.Base: UK respondents (n=504)
Top of Mind Entertainment Companies (by Category)
*NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution.
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Entertainment companies must embrace the three points of attention
Entertainment Content
Technological Device
Social Conversation
Social Entertainment
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Thanks
#SocialEnt
www.thenakedpheasant.wordpress.com